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Consumer Behaviour: Applications in Marketing 2ed

by Robert East, Malcolm Wright and Marc Vanhuele Sage Publications Ltd
Pub Date:
Pbk 352 pages
AU$105.00 NZ$108.70
Product Status: Old Edition - Please See New Edition
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What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers use 9-ending prices? These are some of the fascinating questions you will explore in this text.

The text is written by respected marketing academics across the globe with a strong focus on the use of research to help higher-level students develop analytical and evidence-based thinking in marketing. It extends beyond a psychological approach to provide an empirical understanding of the subject for success in industry roles or further research in the field, and takes into consideration not just the individual but the market environment.

New to this second edition:

- Increased accessibility for a truly international readership

- Fully updated with contemporary, global examples and case studies

- Further coverage of cross-cultural comparison, including a new chapter on Consumer Differences which also incorporates age and gender differences

- Study features such as exercises, questions/answers, and a fully updated companion website with lecturer and student resources - www.sagepub.co.uk/east2e

This textbook is essential reading for postgraduate students (MA, MSc, MBA) taking courses in consumer behaviour and undergraduate students specialising in consumer behaviour.

Chapter 1: Ideas and Explanations in Consumer Research
Chapter 2: Customer Loyalty
Chapter 3: Brand Knowledge, Brand Equity and Brand Extension
Chapter 4: Stationary Markets
Chapter 5: Market Dynamics
Chapter 6: Consumer Group Differences
Chapter 7: Predicting and Explaining Behaviour
Chapter 8: Information Processing and Decision-Making
Chapter 9: Consumer Satisfaction and Quality
Chapter 10: Consumer Response to Price and Sales Promotions
Chapter 11: The Retail Context
Chapter 12: Word-of-Mouth Influence
Chapter 13: The Response to Advertising

Robert East- Kingston University
Malcolm Wright- Massey University, New Zealand and University of South Australia
Marc Vanhuele- HEC School of Management